By Alice Lam
As apps become more rampant, could the app itself be a source of advertising? FIFA has a World Cup app, which serves as all things soccer. Part social, part media but all soccer, it is a great way to build a brand for a sport that US has not really taken to. FIFA really gets to control the soccer experience for the consumer instead of allowing ESPN curate the highlights. The app has live coverage, social media feed and celebrity interviews which in my opinion really gives the consumer a taste of everything and creates a value that no other sports hub can beat. Why go to ESPN when you get it from the source?
What's more interesting is that you can get up to the minute stats of what is trending during the World Cup. Good call/bad call? The web app shows almost instantaneously what the verdict is. This is a great use of the app because it really engages the soccer fan. Yes, in an age where there is a lot of information and fragments everywhere, these sports app allows you to do one thing that is really hard to bottle...the ability to be a part of something bigger.
Although I am not a huge sports fan, the app has really helped me understand and appreciate soccer at a deeper level. The behind the scenes with the players are really great because now you can understand the many stories and put names to faces. At the same time, the app casts a wide net because there is something for everyone on the app. If you were a Brazil fan, you can look up all the stats for Brazil. For me? Since Spain is out, I am rooting for the Netherlands and my new favorite player is Sneijder.
The NBA, MLB and the other franchises should really follow suit because FIFA is definitely doing it right. A great way to globally brand the product, increase its value and also reach out to a lot of people. Any one with a phone can use it.
Sources: http://www.fifa.com/worldcup/news/y=2014/m=6/news=official-2014-fifa-world-cup-app-available-to-download-for-free-2368246.html
http://www.forbes.com/sites/maurybrown/2014/07/02/web-tool-lets-users-see-fifa-world-cup-online-buzz-the-second-it-happens/
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